Final

Major Project Proposal Update

‘As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place.’ This is a slogan from a no-noise project at Selfridges cooperated with headspace. They trying to show the quiet power through retail and use less information and take off logos from famous products. It calls de-branded design. There is a well-known brand called MUJI has the same idea and has carry out for several years. The concept of MUJI is ‘Less is more’ they use the simple design, pure colors with a product information sticker on it. After tear off the sticker, it becomes quiet. I think a successful branding is costumers can still recognized what brand it is without logo.

In the major project, I am going to design a packaging for food. There are already many colorful design for food, so I decided to make it in a simple way. I will use a fictitious bakery brand and design from logo, posters to packaging.  Try to present the high quality of foods. Focus on the modern eating behavior, the bakery will pursues healthy and uses organic ingredients, I wish to design the package simple but looks high quality. I think Japan is good at packaging things. They give everything a suitable packaging. Therefore, I will refer to books that talk about packaging and Japanese brands. Taking the simplicity spirit from it.

Start from the name of the bakery, I decided to call it ‘Our Daily Bread’. The concept of name is I hope people can easily get fresh bread from bakery every time from morning to evening. I have searched bakery on Google map and I found there are not many bakeries in London. It will be wonderful if there have chain bakeries. To present the simplicity image of the brand, I use my hand-writing font as the primary typography. The logo is a curve line of bread, which is also very simple but works good with the font. I choose green and khaki as the main colour it is because these two colours give me a natural and fresh feeling. The colours are match with the concept as well. Based on logo and two colours, I designed things what a bakery needs basically. I also think about what can go with bread, therefore, I designed the package of jam and butter. My inspirations of the package of jam and butter were nail polish and toothpaste. I combined the ecology concept with the point card. In my opinion, point card can encourages customers come to purchase again and again. Therefore, the point card I have designed is to encourage customers using their own bag or repeat using the shopping bag, they can get one point each time and after seven times they can get a coffee or a cup of tea for free.

To make my project go smoothly, I have read books of packaging design and food design. I made the research of bakeries in different countries. And also visit some coffee shops and bakeries in London.

Reading/Research List

Chen Jiaojiao, Brands A-Z: MUJI, Southbank Publishing (2007)

Laurence K. Withers, How to Fold, Agile Rabbit; Pap/Cdr edition (2003)

Luke Herriott, The Packaging and Design Templates Sourcebook, Rotovision (2007)

Natalie Avella, Graphic Japan, RotoVision Book (2004)

PIE Books, Graphic Simplicity, PIE Books (2007) 

Major Project Supporting Statement

This is a brand identity of a new bakery. It called ‘OUR DAILY BREAD’. The concept of brand is simple and healthy. In my country, there are so many bakeries on the street and selling different kind of breads. People prefer eating breads as their breakfast if they have no time to eating at home. Also, bread is very easy to carry, that is the reason why it get so popular. However, here in the UK, the easiest way to get bread is from supermarket. Is quite difficult to find a real bakery here. Therefore, I think it will be great if there is a chain bakery which sales fresh bread everyday from morning to evening. People can buy some bread before they go to school or office; they can have bread for dinner or dissert as well. That is why I choose bakery for my major project. To give this brand a simple image, I use my hand-writing font as the primary typography. The logo is a curve line of bread image. I choose green and khaki as main colour of the brand it is because these two colours give me a natural and fresh feeling. Extend from this ideas, I have designed the paper bag, carry box, stickers, business card and other stuffs that a bakery needs.